A 2018 survey found that 45% of companies claimed their top priority was to improve customer experience. This objective was born out of the demand of 87% of consumers for brands to do a better job at offering an easy shopping experience. Customers are more demanding and have higher standards when it comes to online shopping. Here are 3 concrete ways in which eCommerce players can create a desirable online destination that encourages conversions.
How to Create A Great Online Customer Experience
1. Personalization, Personalization, Personalization
Looking at irrelevant content is an unpleasant experience for consumers. To combat this, companies are looking to add “personalization” to their sites. This means they want to tailor content based on a user’s particular personality. This is done by analyzing their search, click and browsing behavior. One subtle and highly effective example of user personalization can be found over at shopspring.com. Spring has created custom shopping profiles that help refine the product offering to suit each customer’s personal style. So shoppers can personally choose what styles of products they want to see. French beauty brand L’Occitane offers a similar service, asking users what kinds of scents and ingredients they are interested in and personalizing results based on their answers. The brand has seen a 159% increase in mobile conversions because of this.
2. Augmented Reality and Virtual Reality
Virtual and Augmented Reality enhance the eCommerce experience by giving customers an accurate sense of an item. They do this by allowing shoppers to “try on” various products. Sephora, for instance, has launched Virtual Artist, which lets shoppers accurately apply different eye, lip and cheek makeup by uploading an image of themselves. Gap has announced plans to launch a virtual fitting room app, built in collaboration with Google’s augmented reality kit, which would allow shoppers to see how clothes fit without going into the store. IKEA uses Apple’s ARKit to power IKEA Place, an app where users can virtually arrange furniture into their space to visualize how it would look in reality. The combined VR and AR market is worth $215 billion, so definitely not a bad bet for retailers who want to serve their customer well.
What to watch
However, there are a few things that need to happen before AR and VR really take off. For virtual reality, the processing power needs to improve. Up until now, a high-end GPU is needed to power VR glasses. Facebook recently released smaller glasses, however the feedback wasn’t that great. In terms of augmented reality, both Apple’s and Google’s AR kits are definitely amazing. However there is still is some ways to go to improve the machine learning capabilities. Product recognition is good for certain verticals, but general product recognition is still difficult.
3. Solving Stock Issues
15% of customers leave a site if the product they want is unavailable. Understandable: Nothing is worse than the disappointment that comes with seeing the words “Sold Out”. To solve this problem, retailers should do everything possible to find shoppable alternatives in order to keep the customer journey going and prevent a conversion loss. One easy solution is to implement smart recommendation engines that can automatically refill out of stock products with visually similar alternatives. Product detail page optimization is key here, and Fashwell has the solutions to help.
Fashwell’s Recommendation Engines
Our Similar Product Recommendation engine combats issues with stock availability. We also have an Outfit Recommendation engine which leverages model shots to automatically assemble complete looks on a product detail page. Both of Fashwell’s recommendation engines create new upsell and cross-sell opportunities. And keep the user journey going until they find what they’re looking for.
Offer the Best Customer Experience with Fashwell
Fashwell’s solutions optimize the entire online shopping experience, from product search to product detail pages.